Promoted Video: 6 Tips for Twitter's Newest Advertising Tool

Lately it seems like video content is taking over the Internet, and it's no wonder why — videos allow for creativity and are highly shareable, especially on social media. Now, thanks to Twitter, there are even more ways to get your videos noticed on your social feeds.

Last year, Twitter introduced a beta version of Promoted Video, a new feature that allows "brands to post videos that users can play in their timelines with a single tap," the social network's advertising blog said. The feature comes with cost-per-view pricing, so brands only pay when Twitter users choose to play their videos, and robust targeting options to help advertisers make the most of their campaigns. And according to new research from Twitter, Promoted Video could be the key to more engagement and purchases.

The company found that users who chose to watch brand videos on Twitter were more likely to smile, sit closer to the screen, engage with videos for longer than 30 seconds and even show a higher intent to purchase. [5 Ways Marketers Get Digital Video Wrong ]

If Twitter's findings have you itching to start using Promoted Video in your campaigns, there's good news. Here are six best practices for using Twitter's latest feature, straight from the company's blog:

1. Make your tweets inviting. Use text that's compelling, and make sure your video has a high-quality, eye-catching thumbnail so that users will want to click on your content, Twitter advised.

2. Experiment a little.Just because your tweets are limited to 140 characters, doesn't mean your videos are limited, too. Twitter suggested advertisers introduce their video early on so users know what they're watching, but experiment with different video lengths, text and more to see what works best with their specific audiences.

3. Use videos to start a conversation.Once you've got users engaging with your video, follow up with @replies to start a conversation with your followers and potential customers.

4. Make your content mobile-friendly.This should come as no surprise, since mobile technology is quickly taking over — according to Twitter, 90 percent of Promoted Video views happen on mobile devices. This means advertisers should make sure their videos play well on a small screen, use contrasting colors and keep viewers' attention, Twitter said.

5. Pair it with TV Targeting. If you've got an existing TV strategy, such as commercials and TV spots, combining Promoted Video with TV Targeting, another Twitter tool, can help you reach users who have likely seen your TV ads, Twitter said. This can also help you reach new audiences, the company said.

6. Become an Amplify sponsor. Twitter Amplify allows advertisers to pair their video ads with real-time TV content and promote that content to their target audiences, Twitter explained. This can help brands reach users beyond their existing followers.

The study, which examined 500 Twitter users' engagement with video content, was conducted in November 2014. Twitter partnered with Nielsen, a global information and measurement company, to conduct the research.

Brittney M. Helmrich graduated from Drew University in 2012 with a B.A. in History and Creative Writing. She joined the Business News Daily team in 2014 after working as the editor-in-chief of an online college life and advice publication for two years. Follow Brittney on Twitter at @brittneyplz, or contact her by email.